NCOT Launches Winter Campaign to ‘Capture Your Heart’
Nov 09, 2009
CARSON CITY, Nev. — Small, heartwarming moments that make a vacation unforgettable are what the Nevada Commission on Tourism’s new winter ad campaign hopes to inspire in visitors. The campaign launched this month with a mix of traditional and online media, Lt. Gov. Brian K. Krolicki announced today.
“The advertising budget is very small this year, so we are launching a campaign that uses an emotion-evoking image to pique interest, and a complement of TV, print, Internet and mobile media to deliver the details,” Krolicki, NCOT chair, said. “We advertise heavily online because that is where you get the most bang for your buck, and where travelers go to plan their vacations. We hope they will see this ad and go to our Web site where they’ll find affordable hotel packages and information on what to do and where to stay in Nevada.”
The “Capture Your Heart” campaign targets winter enthusiasts who take at least one overnight ski or snowboard trip a year. The target market is upscale, young at heart and outdoorsy. In order to strengthen Nevada’s presence in its primary markets, especially its ski-season markets, the ads will run in Los Angeles, Las Vegas, the Bay Area, Dallas, Seattle, Chicago and Phoenix through January 2010.
“These markets are very promising for our Lake Tahoe and northern Nevada winter activities, as well as for the Mt. Charleston and Las Vegas area,” NCOT Director Dann Lewis said. “Travelers in these markets can easily take a plane or drive a car and be here in as little as an hour. Even those in the farther destinations like Chicago can arrive and be on the ski slopes in the same day.”
The ad at the center of the campaign shows two hands forming a heart and framing a scene over Lake Tahoe. The tourism commission’s research shows that typically it's not a vacation in its entirety that travelers remember, but rather a small sum of the whole. The “Capture Your Heart” campaign focuses on creating an emotional bond between Nevada and the visitor.
“Visitors remember watching the sun rise over Lake Tahoe from their hotel window or watching the sun set on the mountains from a restaurant balcony,” Lewis said. “They remember eating the best burger of their life at a hole-in-the-wall café in downtown Reno or the moment they finally mastered a black-diamond slope at Heavenly. Those are the moments that keep them coming back for more.”
The Nevada Commission on Tourism has also improved its mobile ski Web site just in time for the 2009-10 ski season. The mobile site, NVski.mobi , features up-to-the-minute weather and road conditions, snow reports, packages from the ski resorts and hotels in the Lake Tahoe region and click-to-call function to directly link a user to the ski resorts or hotels. For more information, visit NVski.mobi on your Internet-enabled mobile device, or visit www.TravelNevada.com .